Varying the Variable: Presenting Different Cases for Visualizing the Relative Attractiveness of Retail Business Centers in New Britain, Connecticut

Varying the Variable: Presenting Different Cases for Visualizing the Relative Attractiveness of Retail Business Centers in New Britain, Connecticut

Zachary Klaas
Copyright: © 2010 |Pages: 16
DOI: 10.4018/jagr.2010100102
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Abstract

It is common practice in business geography to use gravity models such as the Reilly’s Retail Law of Gravitation model to gauge the extent of presumed trade areas for retail sites based on a variable that models the general demographic attractiveness of the site in question. In the Huff retail model, an exponent represents additional attractiveness factors that differentially affect certain sites; however, it is less common practice to vary the attractiveness of one site alone and to visually inspect in a series of maps the differences in other trade areas given the variation of assumptions about the attractiveness of that site. The idea behind this form of analysis is that business managers benefit from being able to visualize a range of possible contingencies to which they may have to respond. The city of New Britain, Connecticut, is used as a demonstration model in this article to provide these kinds of visualization maps.
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Using A Retail Business Zone Area-Based Gravity Model To Represent Trade Areas In New Britain, Connecticut

In the first part of this paper, the author will explain the base method by which he has estimated the attractiveness of a retail center, namely, by using the area of a business zone as a plausible proxy measure for retail activity. The higher the square footage available for development at a site, the more business managers should, other things being equal, be able to make effective use of the site for retail purposes.

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